Bundles, routines and kits: how to raise AOV in skincare
By Hasan Ali, Founder & Growth Operator at Cliktron
Published 21 October 2026 · Updated 21 October 2026 · 4 min read
Key takeaways
- A bundle should solve one problem: “clear skin”, “barrier repair”, “the 3-step morning routine”.
- Show it where the decision happens: beside Add to cart on the product page.
- Use a small saving or a gift, not a deep discount.
- Set the free-shipping threshold just above your current average order value.
- Bundles of products used together also bring customers back together.
Why do bundles work so well in skincare?
Because skincare is a routine. Someone buying a serum also needs to cleanse before it and protect after it. A bundle answers “what else do I need?” for them, and that is a service, not just an upsell.
Bundles also help retention. When someone uses three of your products together, your brand becomes their routine, and they are more likely to come back for all three.
Which kinds of bundles should I build?
| Bundle type | Example | Best for |
|---|---|---|
| Routine by concern | Cleanser + serum + moisturiser for dark spots | Your core offer |
| Starter or discovery kit | Minis of your 3–4 best-sellers | First-time buyers who aren’t sure |
| Duo | Serum + its matching eye cream | A quick, easy add-on |
| Refill bundle | Two of a best-seller at a small saving | Repeat customers |
| Gift set | Boxed set for occasions | Q4 and gifting moments |
| Build your own | Choose any 3, save a little | Brands with a wide range |
Where should bundles appear?
- On the product page: a “Complete the routine” block beside or just under Add to cart.
- In the cart: one relevant add-on, not a wall of products.
- On the home page: your best routine bundle near the top.
- In emails: the post-purchase flow can suggest the next step in the routine.
In our brand audits, Saltair puts a scent-matched essentials set right under the button, and Wild One prices its walk kit below the cost of buying each piece. Both make the bigger order the easy choice.
How do I price a bundle without hurting margin?
- Start from margin, not the discount: know your cost for each item, then decide the saving.
- Prefer a gift or a mini over a bigger cut. It feels generous and costs you less.
- Keep the saving simple: “Save $12” is clearer than “18% off”.
- Don’t discount everything: if every product is always in a bundle deal, the single price stops meaning anything.
What about free-shipping thresholds?
A free-shipping threshold works best when it sits a little above your current average order value, so many shoppers only need one more item to reach it. Show the progress in the cart (“$9 away from free shipping”), and suggest a product that fits the gap. Check the effect on margin before and after.
How we’d approach this at Cliktron
- Look at orders: which products are already bought together?
- Build 2–3 bundles around real routines and concerns.
- Place them on product pages, in the cart and in post-purchase emails.
- Test: bundle placement, saving vs gift, and the shipping threshold.
- Measure: average order value, margin per order and repeat rate.
Your next step
| Your brand | Start here |
|---|---|
| Indie ($10–30k a month) | Make one routine bundle around your best-seller and show it on its product page. |
| Rising ($30–150k) | Add a starter kit for first-time buyers and set a shipping threshold above your AOV. |
| Leading ($150–500k) | Test build-your-own bundles and personalised routine suggestions by skin type. |
Common mistakes
- Bundling random products that aren’t used together.
- A deep discount that leaves no margin.
- Hiding bundles on a separate page nobody visits.
- Too many bundle choices, so nobody chooses.
- A free-shipping threshold set far above what most people spend.
Questions founders ask
How many bundles should I have?
Two or three to start. One routine bundle, one starter kit and one gift set covers most brands.
Should bundles be cheaper than buying separately?
A little, or include a gift or mini. The main reason to buy should be convenience and results.
Do bundles work on Shopify and WooCommerce?
Yes. Shopify has a native Bundles app and many apps add “build your own”. WooCommerce has bundle extensions too.
Will bundles lower my repeat rate?
Usually the opposite: people who use a full routine have more reasons to come back. Watch your numbers to be sure.
Sources
- Cliktron brand audits (Saltair, Wild One), captured 21 Oct 2026: cliktron.com
- Shopify Help Center, bundles: help.shopify.com
About the author
Hasan Ali
Founder & Growth Operator at Cliktron, a growth team for skincare, beauty and personal care brands. Since 2020 he has served 138+ founders and completed 400+ projects.
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